Study On The Marketing Strategy Of Z Channel Advertising Products

In 2008the global economic crisis spread, the Chinese economy has been affected to some extent, China’s economic growth from the high speed growth, the slow adjustment. The real economy in the doldrums, advertising market is shrinking. The rapid development of the Internet, the rise of new media, the advertising market is limited to seize, the status of traditional TV media hegemony is gradually eroded. In the face of such fierce competition environment, the traditional TV media advertising market to maintain favorable competitive position, how to improve the marketing strategy in the industry, the influence, how to change, is the key of the competition.The article combines the author in the operation state of channel Z, marketing strategy for its products to make effective feasible advertising. First of all, this paper uses PEST tool to analyze the macro environment, then use the SWOT tool to Z channel the investigation and Analysis on the environment of industry, as traditional TV media Z channel is in a jam of the situation, but there are still advantages of its own development and to find out the current as the opportunity and threat of the ground channel Z channel, combined with the Z channel’s own advantages and NY advertising company internal weaknesses, summed up the problems currently encountered:advertising resource utilization rate drops, advertising revenue drops, brand advertisers loss. Furthermore use STP tool to Z channel of the market re segmentation, to determine a suitable target market of Z channel development, and combining with the method of combination of 4P marketing strategy and optimize the brand strategy, formulated in accordance with the Z channel advertising products in the marketing strategy.The marketing as the theoretical basis, to Z channel as the research object, through actual encountered summary and Analysis on the problems, propose solutions to deal with, on the Z channel advertising products marketing strategy, and Z channel where the influence of the industry improve has guiding significance. This study hope that through in-depth science and effectiveness analysis of marketing channel Z advertising products, can have reference significance for other media industry marketing strategy.